Medical Marketing and Media - Lilly's Strattera ad gets FDA attention
ELI LILLY SAYS a TV commercial for Strattera stopped running a month before FDA regulators asked it to pull the ad.
The ad, called “Video Game,” promotes Strattera for attention deficit disorder (ADD). However, Strattera is approved for children, adolescents and adults with attention deficit hyperactivity disorder (ADHD).
In a mid-June letter to Lilly requesting the ad pull, the FDA said it “potentially broadens the use of the drug beyond the indicated patient population, while minimizing the serious risks.”
“Lilly stands behind the ad,” said Jennifer Bunselmeyer, Lilly spokesperson. “The ad is already off the air, and we have no plans to run [it] in the future.”
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The ad last aired May 22.
Foote Cone & Belding in New York, part of the Interpublic Group, created the spot, but had no comment other than to say the ad ran its full cycle.
The FDA said that symptoms in adults who primarily have attention problems associated with ADHD, minus the hyperactivity, are described as ADD.
“In adults, ADHD and ADD are often used interchangeably,” Bunselmeyer said. “Our market research showed that more adults recognized ADD than recognized ADHD.” -Marc Iskowitz
Copyright CPS Communications Jul 2005
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